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The theory as I understand it, goes like this: when you gain weight, your ever present fat cells expand to absorb the excess and you wind up with "fat bulge".

Then, with diet and/or exercise, the fat cells shrink, as does the bulge. Of course, the caveat here is that the fat cells swell or shrink all over ... not just around the gut, which is why "spot reducing" is a myth.

But wait! Now we have two non-invasive treatments that allow very specific spot reducing: exposure to heat / exposure to cold. The claim is that the naughty fat cells are literally destroyed under the epidermis, and the body disposes of them as waste (your waist turns to waste, get it?) And once they are gone, they never return. Or so goes the campaign literature.

Which makes me wonder about the attendant warning in the literature:
"...if you return to unhealthy habits post-procedure, gaining weight can eclipse the slimming effects." Or to quote Dr. Malcolm from Jurassic Park ..."nature finds a way."

Another thing that struck me was that when patients return to the office for a follow up, those dissatisfied with their fat loss are shown the "before" photographs they posed for, and then they compare their present appearance to those, in order to convince them that they invested wisely. Hmmmm. I hear "photoshop" being whispered in my ear ........

To paraphrase T.S. Elliot, I'm thinking that the expensive assault on one's fat cells "ends not with a bang but a whimper."

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